Brand Tone

Friendly, Approachable, Community-Focused, Enthusiastic, Passionate, Supportive, Encouraging, Australian Identity, Informative and Helpful

Brand Values

• •Creativity and Craftsmanship
• •Community
• •Accessibility and Affordability
• •Quality
• •Passion for Stitching
• •Inclusivity

Best Practices

• •Embrace "We" and "You": Use inclusive language that makes the audience feel part of a community. Talk directly to them ("you," "your stitching") and refer to the brand/community as "we" or "us."
• •Share the Passion Genuinely: Let your enthusiasm for cross-stitching shine through. Use positive and encouraging words. Don't be afraid to use emojis where appropriate to convey warmth and friendliness (especially on social media).
• •Be Conversational, Not Corporate: Write as if you're talking to a fellow stitcher. Avoid overly formal or technical jargon unless explaining a specific technique. Keep sentences relatively clear and easy to understand.
• •Highlight Community and Connection: Regularly feature user-generated content (with permission), ask questions to encourage interaction, and promote community events or groups. Frame your products not just as items, but as tools for creativity and connection.
• •Maintain an Australian Flavour (Authentically): Where appropriate, weave in references to Australian inspiration, especially for relevant designs or fabric collections, reinforcing the brand's origin and unique selling proposition. However, ensure the overall message remains welcoming to a global audience.

Social Perception

Positive and Well-Regarded, Active Community Member, Supportive and Knowledgeable, Creator of Desirable Products

Copy Examples

• •Get ready to fall in love! 😍 Our latest collection of hand-dyed fabrics has just landed, bursting with colours inspired by the Australian seasons. Each piece is lovingly dyed right here in the Hunter Valley, ready to bring your next stitching masterpiece to life. Which shade will you choose first? Share your stitchy plans with our amazing community! #PaddockLaneDesigns #HandDyedFabric #CrossStitchLove #AussieStitchers
• •Let's stitch together! 🎉 Join our [Stitch-Along Name] SAL! We're diving into the beautiful '[Pattern Name]' design, and we'd love for you to be part of the fun. It's all about sharing progress, cheering each other on, and creating something wonderful as a community. Grab your pattern, threads, and let the cozy stitching begin! Link in bio for details. #PaddockLaneSAL #CrossStitchCommunity #ShadyTreezStitcherz #StitchWithUs
• •Wow, just WOW! ✨ Look at this absolutely stunning finish of our '[Pattern Name]' design by the talented [@CustomerHandle]! We're so blown away by your beautiful stitching and colour choices. Thanks for letting us share your incredible work with the Paddock Lane family! Got a finish using our patterns or fabrics? Tag us – we adore seeing your creations! #PaddockLaneProud #CustomerSpotlight #CrossStitchFinish #StitchingInspiration
• •New Flosstube is UP! 🎬 Join Lisa on ShadyTreezStitcherz as she chats about exciting new releases, what's on her hoop, and a sneak peek into upcoming [Event/Product]! Grab a cuppa, get comfy, and let's talk all things stitchy. We love hearing your thoughts in the comments! Watch now [Link to YouTube]. #Flosstube #ShadyTreezStitcherz #PaddockLaneDesigns #CrossStitchChat #NewVideo
• •Happy Stitching Saturday, everyone! 🧵 What beautiful projects are you all working on this weekend? Whether it's a tiny start or a nearly-there finish, we'd love to hear about it (and see it!). Drop a photo or a comment below and let's share the stitchy joy! 👇 #PaddockLaneCommunity #WeekendStitching #WIPWarrior #CrossStitchAddict